Character Analysis of "The Necklace"

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Guy de Maupassant narrative of "The Necklace" is chilly and has a cruel irony effect. The suffering set forth in the story seems to have been needless, due to the fact of misunderstanding and petty pride in Mr. and Mrs. Loisel. The craftsmanship of the story had been masterfully manipulated to where the revelation was held until the very end of the story.

Characters in a story can be classified as "dynamic" or "static". Dynamic characters are characters that change as the story progresses. That is, they recognize, change with, or adjust to circumstances. Static characters, which can also be described as "flat", are characters that are not well developed and remain fairly unchanged throughout the story. Usually static characters have minor roles in a story (e.g. co-workers, friends, policeman, etc.).

Mathilde Loisel, the main character in "The Necklace" seems to be a very dynamic character, although some of her moods appear to stay with her longer than others. Many of the things she had imagined often were not considered by other women of her social rank, such as worn-out chairs, curtains, and boiled beef for dinner, tortured and filled her with despair. () Feeling as though she had once deserved to marry better, but was unable to obtain a well to do husband she settled for a marriage with a minor clerk in the Ministry of Education. She is described as to have suffered ceaselessly, according to her daily description of her lifestyle. She would often ease her suffering of being in a drab house by visiting with her rich friend, Mrs. Forrestier. Mrs. Loisel had often dwelt upon her fantasies of a more elaborate life. Her desire to be of a higher status and to possess nice valuable trinkets seemed to poison her very nature.

Mr. Loisel notice that his wife is not satisfied with her lifestyle. Seeing how she daydreams of living in luxury they cannot afford. He becomes excited as he carries an invitation to go too a formal dinner with the Ministry of Education. He had worked hard to get recognized for his efforts. Not too many clerks were invited to such an occasion. (6) Mrs. Loisel becomes upset because she has nothing elegant to wear for such an occasion. By forcing a few tears and sadly confronting her husband about her misfortunate state, she is able to convince him that she needs an expensive dress for a once in a lifetime event. Mrs. Loisel tells her husband she will need about 400 francs to purchase a dress worthy enough to get the attention of the other people at the dinner. The price was slightly more the he expected but gave her the money to purchase it from his next summer's vacation fund. Continuing with the emotion of self-pity, she develops into a greedy individual. The dress is not enough on its own, she will need an elaborate necklace to draw attention to herself. Mathilde is able to obtain a rather lovely necklace from Mrs. Forrestier who has large amount jewelry.

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The night of the party, Mrs. Loisel was prettier than anyone else, stylish, graceful, smiling, and wild with joy. (5) She enjoys the immense amount of attention she is receiving. Mrs. Loisel is so caught up in her own self-centeredness that she totally forgets about her husband. She cares for nothing, but the moment she is in. The party ends in the early morning hours and Mrs. Loisel wants to leave in a hurry. She wants the people she met at the party to remember her as was. She conceals her true identity because she is embarrassed for who she really is.

In the midst of a returning home after a grand evening she notices she has lost a costly possession…the necklace!! Mr. and Mrs. Loisel look through her dress, shawl, pockets, and retraced all their steps from the party. (65) They worried and fretted about the lost necklace offering a reward for its return.

They realize the inevitable situation they are in and have to replace the necklace. They went from jeweler to jeweler, searching for an indistinguishable replacement. (0) The replacement would cost 6,000 francs. Mr. Loisel had 18,000 francs left to him by his father. The other half would take three days to acquire from various loan companies and friends. Mrs. Loisel returns the necklace and does not tell Mrs. Forrestier that it's not the same one that she borrowed.

Mrs. Loisel now has to work, along with her husband working late hours. She takes a job as a servant, cleaning house, washing dishes, and other heavy housework. () She rents out a servant's quarter and learns what its like to be among the working class. During this time she becomes somewhat practical. Now she has experienced what is really like to be the wife of a clerk. The debt would take 10 years to pay back.

After the 10 years she finds Mrs. Forrestier walking with her child. She notices that she is youthful and attractive. Mrs. Forrestier hardly recognizes her and regards her as a lowly working class woman. (110) She tells Mrs. Forrestier that she has just finished paying off the necklace that she had borrowed for the dinner. Sadly, in the end after all she has put herself and her husband through, she finds out that it was really in vain. Mrs. Forrestier tells her if she had only told her years ago, she would have only paid about five hundred francs because it was only costume jewelry.

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A Mouth Full

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Throughout my life I have always been somewhat over ambitious. Wanting to save the world in one day always seemed to be on my agenda. When I was younger a lot of what I set off to conquer or fix got completed and this just seems to feed my ambition. However, when I got older factors like money and time came into play and completing many of my goals became stressful and wouldn't comply with my work schedule. I began to bit off more then I could chew.

My picture perfect example of this would be me right now. One of my goals in life is to get my PhD in World History by the time I'm twenty-six. Now this I'm sure is possible if I would just go to school full time but I have to pay for all my school so working is inevitable. This is where my predicament begins; I work in what I like to call "Hell on Earth" which is really a movie theater that only pays me $5.40 an hour. Now on 5.40 I expected to pay for school, rent, and other expenditures I have. So you can imagine I have to work a lot of hours just to get the bare minimum to pay for all of this. So if I want to keep with my schedule of getting my PhD by the time I'm twenty-six; I have to take a lot of courses at one time and at the same time work a lot to pay for those courses I'm taking. So here I am signed up for summer I, II, and III in total taking 1 hours in just two months. Now anyone that has taking summer courses knows that everything is at a fast pace, meaning a lot of work needs to be done at one time. This means for me that its a struggle to keep up with all the work at once, and at the same time go to work not to mention find time to sleep. Out of all my classes the one class that I am doing a half ass job in happens to be my worst subject English. I guess in my subconscious I know that English is the subject that I do worst in, so naturally I don't put that much effort into it. Because of this my teacher is most likely thinking that I am some kind of lazy ass that doesnt put any effort into school and is just here because I have to be. But it's not true, I want to be here and "better my self"(really not in a sarcastic tone) Im just finding out that my one really noble attribute is the one that is currently crippling me. So here I am; having to write this paper a process paper to be exact and the only process that I could think about writing was the one thing that is currently happening to me at the moment.

You see when someone is driven by ambition reality can often become oblivious. For instance, in my live I though I could take 1 hours and would not even faze me. The reality part that I so effortlessly forgotten was that I would have to work even more at the same time. Resulting in me almost having a nervous break down because I can't seem to keep it altogether. Basically my ambition is getting a harsh dose of reality. The moral of the story though ambition is a good quality to contain; when it blinds you from reality it becomes like a catalyst of obstacles in your way of getting what you desire.

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Consider Othello and suggest how an Elizabethan audience might have responded to it. How are these responses likely to be different from those of a modern audience?

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Othello, the Moor of Venice is one of Shakespeare greatest tragedies and one of the greatest examples of his genius as a writer and a thinker. It was first published in 16; six years after Shakespeare¡¯s death, but it is believed that it have been written in 1604. Othello, like all of Shakespeare¡¯s plays, is renowned for the manipulation of the English language.

In Othello, it is easily assumed that that major themes are jealousy, appearance and reality, but we will only reach a superficial stage if we do not explore further than this. The play presents a situation that the central character becomes jealous, but it is not fundamentally about jealously. The emotional situations provide a wider scope of human life. It is true that the play is about appearance and reality but this is true in most of the other Shakespeare¡¯s plays, therefore it does not go very far. The main concern of the play is the clear interplay of opposition and it is through then can we gain a better and fuller understanding of the fundamental concerns of the play.

Shakespeare takes his protagonist as a black man. In the Elizabethan Era, the moor was someone who is brown-skinned and of Arab origin. In Othello, Shakespeare does not see his tragic hero as brown-skinned. Rodrigo¡¯s refers to him as ¡°the thick lip¡±. Iago describes him as a ¡°black ram¡± and Othello himself refers to himself ¡°haply for I am black...¡± show a character with Negroid features and therefore is someone who is distinctly different from what the European thought of an Arab. The sharpness of contrast between black and white is emphasised in Iago¡¯s imagery of the ¡°old black ram tupping the white ewe¡±. By employing such strong images, Shakespeare wants to communicate a vivid and immediate effect to the audience. By using the image of a ¡°black ram¡± tupping a ¡°white ewe¡±, Shakespeare has effectively conveyed the idea of the strong contrast between the black and the white-the extreme of two colours. Through this powerful image, Shakespeare also wants the audience to feel the strong sense of Othello¡¯s blackness. During the Elizabethan period, the contemporary audience would have expected the black man to have been evil or at least lascivious and brutal. There was the connection of the black to black magic. Black was a colour associated with the devil in a commonly accepted system of colour symbolism. White on the other hand, represents purity and goddess. Mixing of the two colours through inter-racial marriage was frown upon by the society. In creating a moor that is black in the face but white and noble in spirit, Shakespeare by doing so has astounded the Elizabethan audience. The audience will never associate purity in character to a black man and by doing so; Shakespeare is pulling the two extreme colour contrast together, something unseen in the society. But to the modern audience, they will not react so strongly to a black man. This is because the modern audience has much more interaction with black people and over time, the black community has proved that they are a not evil, lascivious and brutal. Intermarriage is accepted by the society. Colour in some society is in fact not a matter of concern to people. Help with essay on Consider Othello and suggest how an Elizabethan audience might have responded to it. How are these responses likely to be different from those of a modern audience?

The black and white contrasts are completed by contrasts between darkness and light. Three out of five acts take place at night or when a storm darkens the sky. The contrast between darkness and light is powerfully present at the opening of the final scene. The first visual impression is of the entry of Othello to the darkened room carry a flaming torch. Then Othello begins to speak. The complex and conflicts in the speech are convey with a level of significant and is given an image of light. Life in Desdemona is presented as light, a light that cannot be relit once it is extinguished. The act of killing her is like putting out light forever. The inner conflict is revealed by connecting Desdemona with the blackness of sin which must be punish by Othello a moral torch bearer and next with light itself, Othello¡¯s action brings darkness. Darkness is often associated with evil. Therefore, by killing Desdemona, Othello is allowing evil to guide him in life, staining his upright character (presented in the previous scenes) with spots of black. The Elizabethan audience may react quite positively to this scene as the scene justified their claim that the black is evil. Othello may be presented as black in the face yet white in character but the act of killing Desdemona in a fit of anger and jealousy shown the evil in Othello and thus reinforcing the point that the no matter how pure in character a black is, there is always a flaw in his character that will show that he is in fact evil and not as pure as he is presented as. The modern audience will not react to this scene with as much feeling as this contrast does not hit them strongly as it has hit the Elizabethan audience. This is because we, the modern audience do not go into the theatre believing that the black is dark and evil. Through our daily life, many have experience the generosity offered by the black and was touch by them. We enter the theatre with some respect for the black. Therefore, we may not be able to link and evil and darkness to the black and purity and light to the white as effectively as the Elizabethan audience.

By placing the personal story of Othello and Desdemona against a backdrop of public events and conflict with which Othello is closely connected. Shakespeare is in fact connecting it to wider issues- the conflict between the Christian Venice and the Turk. The Turk in the Elizabethan time was seen as an armed Muslim threat to Christian Europe and is associated in the play with deceptive appearance. For example they pretend to have designs of Rhodes where else their real target is Cyprus. During the Elizabethan period, there is no racial tolerance in England. The Elizabethan viewed the Turk (outsider) with hatred. They believe that these outsiders do not conform to the European view of morality, family life, political and other institution such as the church. They believe that if they freed these black slaves, these people will return to the life of unstable family, wantonness and perversion (Greenblatt, 10). Iago references to Othello as ¡°a lascivious moor¡± instantly reminds the Elizabethan audience of the popular belief of the sexuality of moors. Therefore, the Elizabethan audience will view this contrast in a rather negative manner as they were experiencing the situation presented in the play. To the modern audience, the contrast between the Christian and Turk will not has much impact to them, some may even not be able to see the connection between Muslim and the use of deceptive appearances. This is because majority of the modern people live in society that excises racial and religions tolerance. There was no threat to the different religion and thus the contrast does not hit them as hard as it has hit the Elizabethan audience. Another reason for the change in interpretation is that the modern audience is not as devote as the Elizabethan audience. During the Elizabethan period, many found solace in religion; religion was the answer to difficulties. To the modern audience, many seen religion as a form of duty and tradition. When met with a problem, majority of them will rather turn to technologies rather than religion. The sharp contrast between the mindset of the Elizabethan audience and that of the modern audience and the situation which the two groups of people is in led to a contrast in how they look and react to the play.

Shakespeare was a professional dramatist and his life resolve around much around the theater. In order to understand how his plays work on the stage, we need to have certain degree of understanding of the kind of stage which it is originally written. The stage itself is covered with a canopy supported by two strong pillars and is usually refers as ¡°the Heavens¡±. On the other side of the heavens, the ceiling was probably painted with the sign or Zodiac and the entire layout of the universe as the Elizabethan understood it. The stage stood about four feet off the ground; there was a place opposite the heaven, hell, which was usually reached through a trap-door in the floor of the stage. Thus, the decline of a character would take place on stage where both ¡°heaven¡± and ¡°hell¡± were already physically represented, thus adding a further dimension of the tragic action of the play. In the modern theatre, the performing area was not clearly divided. No specific areas are craved out to represent the ¡°heaven ¡°and ¡°hell¡±. The structure of the stage is not as elaborate as the one found in the globe theatre. Visual impact is not as clear and strong as the Elizabethan stage. Unlike the Elizabethan stage, a decline in character is not so clearly presented. The Elizabethan theatre is an intimate theatre. For example, no audience was more than sixty feet from the stage, despite the fact that the Globe could hold up to two thousands to three thousands people. Where else in the modern theater, audience was seated far away from the stage and thus minimising interaction between the actors and the audience.

Elizabethan drama has remained universally appealing. The English drama in the age of Elizabethan has been called universal and imaginative. Shakespeare¡¯s Othello has stood the test of the time because what present in Othello can still in seen in present time. Shakespeare¡¯s dramas are able to withstand the test of time because directors have turn to more innovative ways in which to stage a play. For Othello, it includes a ¡°black power¡± version of the 170s in which Iago and Othello and both black man seeking revenge on the white society. A more recent performance introduces the concept of Othello being the only white in a black society. Othello is able withstood the test of time as it provide people with a medium for exploring the racial issue of our time.

Othello has started as a form of entertainment for the Elizabethan audience. In the Elizabethan time, Iago was meant to make the audience laugh in several places in the play as the Elizabethan audience has not yet learned how to sit still and be serious through the play. Seeing a Moorish character on the stage was meant to be a thrilling and a moving spectacle for the audience. In the Modern day, Othello was seen as a play which provides people with a medium for exploring the racial issue of our time. Attending a play is often view with a serious attitude. People seldom go to plays for entertainment. Many go to play with an intention or purpose. Because people are so focus in understanding the play, they usually are not able to enjoy the play as it is. The modern people do not find as much entertainment as the Elizabethan audience will in watching a play.

The York Guide of Othello

Master Guide to Othello

Elizabethan Drama

17th century stage interpretation.htm

0th century stage interpretation.htm

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Public space changes

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Public Space changes

Altering Public Space in Ugly Ways

In his essay "Black Men and Public Space", Brent Staples attempts to introduce people to something most all are guilty of, but pay little attention to. Using accounts from his own and others' experiences, Staples essay portrays the racist tendency of people to assume black men are potentially violent and dangerous.Help with essay on public space changes

Staples discovery of this comes during a late-night encounter. A young white female, whom Staples labels "my first victim" (17), was walking down the street in front of Staples and was not comfortable with the space he provided for her. After a couple of glances back and changes in her pace, she soon began running and disappeared down a side street. Of course, Staples had no intention of robbing or in any way harming this woman. He was just taking a walk, just as she was. Nevertheless, this was a fairly well to do neighborhood. Apparently, this woman figured that if a black man did find himself in this part of town, he was most likely up to something. Not wanting any trouble, she decided to get out of harm's way.

In another illustration, Staples describes an instance in which he was delivering a story to the editor of a magazine for which he was writing, and was mistaken for a burglar. While racing to his editor's desk in order to meet his deadline, the office manager and an "ad hoc posse" (1) of security personnel began to chase him through the building. "I had no way of proving who I was," Staples writes. "I could only move briskly toward the company of someone who knew me." (106)

While writing for a Chicago paper, Staples walked into a jewelry store in another well-off part of town, and encountered another situation where his skin color came into play. The woman behind the counter disappeared and returned with an angry Doberman. Understanding that the woman did not quite value him as a possible sale, Staples "took a cursory look around, nodded, and bade her good night."(1)

We get the idea that things like this happen only in Chicago, Staples also writes about some of his similar encounters in New York. In Brooklyn, he says women often become fearful when encountering him on the streets. As he describes it, "with their purse straps strung across their chests bandolier-style, they forge ahead as though bracing themselves against being tackled." (00)

Staples also points out in the essay that he is not alone in his encounters of this racism. In another incident, a black associate of his was stopped and almost taken to jail by the police on suspicion that he himself was the murderer. "Such episodes are not uncommon," says Staples. "Black men trade tales like this all the time." (18)

What is so nice about this essay is the fact that Staples does not want to point to whites as the only people to hold this fear of black men. "I could cross in front of a car stopped at a traffic light and elicit the thunk, thunk, thunk, thunk of the driver¾black, white, male, or female¾hammering down the door locks," (1) he recalls of his experiences. When black people display this sort of fear of another black person, then it is not a racist reaction. That is not true, though. The fact that even those of the same ethnic background fear the worst from this man because of his being black only makes the argument stronger that racism drives this fear.

These incidents force Staples to make an admission though. He admits that he understands the fear others have of him. He acknowledges that, because women are often vulnerable to attack on city streets, they are justified in being overly cautious when encountering a potential attacker. He also agrees that black men are often the perpetrators of such attacks. As he states, though, "these truths are no solace against the kind of alienation that comes with being ever the suspect."

Staples argument that his color is the only thing that would lead others to fear him is not without its flaws though. He describes his appearance during that first incident in "a broad six feet two inches with a beard and billowing hair, both hands shoved into the pockets of a bulky military jacket." (17) He also informs the reader that he likes taking walks at night, and that his encounters frequently happen during those walks. He should be free to take a walk whenever he feels like it, should he not? However, people will always be cautious of anyone who walks the streets in the middle of the night, particularly if they are within a reasonable closeness to harm you.

He also seems to make the mistake of thinking that his personal background or profession would prevent others from viewing him as a threat. His description of how he managed to avoid the violence that so many others in his hometown had fallen victim was certainly moving. In addition, the fact that he was able to get an education and a good job despite the obstacles provided by his background are commendable. These things all help to draw compassion from the reader, but they are irrelevant to how pedestrians and jewelry storeowners would view him. Most people would rather not take the time to know the background of potential attackers, when avoiding trouble altogether would be the best course of action.

Despite its few weak points, Staples essay serves an important purpose. "Black Men and Public Space" exposes the racism to those who are not conscious of it, even though they may be guilty of it.

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Exercising With Supplements

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These days with competition rising to its peak everyone wonders how athletes can get more superior than their predecessors. Someone is always breaking records and setting new and improved standards for the future generations. One might wonder how these athletes become bigger, faster, and stronger. The answer lies within sports supplements, know better as body enhancers. Supplements do everything from helping raise metabolic levels to making someone look like Goliath. To better understand the reasons for taking enhancers is to know which ones can be harmful, what kinds of foods to eat, and what exercises are needed when taking supplements.

Everyone sees a fitness magazine once in his or her life and wonders if taking anabolic stimulates are healthy. Actually, many of certain kinds of supplements are not anywhere near healthy to the human body. Taking many of them, such as a legal anabolic called Winstrol-V, is said to be more painful than sticking bamboo shoots in your cuticles. Winstrol-V is many large forming crystals injected through a huge needle. The side effect of most steroids is tremendous and leaves you gigantic. Any kind of supplement with the agent know as testosterone, anadrol, or estrogen is not healthy for the body.

Eating right is the main thing to helping your body get into tip top shape. People think if you just take the medicine you'll get the results. That is false, many just pop pills not realizing that if you don't eat right you will not get the gain or losses desired. Diet helps everyone, especially if it is done right. Some major helpers are know as MRPs, protein drinks and bars, and the right foods combined. To build bulks of muscle protein is needed. Simple meals with such things as eggs and meats are the leaders in protein. A MRP is a complete healthy meal in a bag and just add water. It has all the essential carbohydrates and amino acids for the perfect diet and tastes great too.

We all know that one of the keys to healthiness is proper form and exercise. If someone is taking supplements they must exercise to gain the edge. Just taking them and lying on the couch everyday does not help anyone, not even Arnold Schwarzenegger. Stretching before each excising session helps reduce pull and strains. The main exercises include curls, bench press, hang clean, dumbbells, squats, and leg press. Running and swimming are also one of the many exercises used to burn fat, calories, and are you to help get in shape.

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We all know that supplements do and do not do. Some enhance, hurt, or do nothing if not taking right with proper. Opinions will be different for everyone who does and does not take them.

Natural strength, speed, and endurance comes only so often and sometimes it is not enough. With the help of supplements, exercising, and nutrition anyone can be up at the top with hard work and determination.

Please note that this sample paper on Exercising With Supplements is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Exercising With Supplements, we are here to assist you. Your cheap custom research papers on Exercising With Supplements will be written from scratch, so you do not have to worry about its originality.

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Mercedes-Benz is an icon

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Mercedes-Benz brand is both the oldest and the most famous automobile brand in the world. Present in 10 countries, Mercedes is also a global brand. Further, there is much about Mercedes-Benz that gives it the status not only of a global brand but also of an icon. Before we move further, it is important to understand the brand's history

First, the local policy of Mercedes-Benz towards global expansion was focused on local expertise and market knowledge. For instance, in the face of the sport utility vehicle phenomenon in America, the company called upon local expertise to develop a competitive car for the international market. The result was the development of the M-Class model.

Second, the policy was reflected in many other areas beyond the immediate business of developing and selling products.

Thirdly, the brand is undergoing rapid change, happening at different ways and at different places around the globe overcoming cultural differences. To sum up, a culture in difference, times of dramatic change-these two elements set the backcloth for the development of Mercedes-Benz' global brand language.

But what is it about Mercedes-Benz that makes it an icon in consumers' minds and not just a leader in the category?

Quality v. Total Product Experience

Leaders focus on quality, were Mercedes optimizes the total experience of its brand. Mercedes invites the visitors to discover Mercedes-Benz and share this experience. Specifically, it says "Discover the world of Mercedes-Benz. Experience the automotive fascination and variety of the Mercedes brand. Share with as the passion for which this name has stood for more than 100 years."(According to the company's website).

Commitment to Superior Total Service

Icons express commitment to superior total service. Specifically Mercedes-Benz indicates that the Mercedes experience is about more than just extraordinary experiences behind the wheel. Mercedes cares about service, maintenance, warranties and client care and is devoted to the lasting satisfaction of Mercedes-Benz owners and the long-term up keeping of their automobiles. It also should be mentioned that Mercedes always updates all Mercedes owners about new models and offers them the privilege to test drive them and enjoy the new driving experience first and for free.

Consistency v. Timelessness

Leaders are consistent were icons are timeless. Mercedes is a timeless, connected to the past, involved in the present and visioning the future. People say that anyone who reviews the past will learn something about the future.

The unprecedented tradition of Mercedes brand with the three-pointed star is more than just a list of automotive engineering achievements marking the state of the art in their day and age. The Mercedes-Benz tradition builds a bridge from the tentative beginnings of motorization in the last century via the current high technology standards into the future.

Consistency in look and feel v. symbolic world

Leaders strive for consistency in look and feel were icons create a symbolic world building symbols and mythologies, which are always present, instantly recognizable and very well linked to the symbolic world, so does Mercedes.

Present Mercedes, since its initiation in 100 is always and everywhere (in 10 countries worldwide) present.

Instantly recognizable Mercedes' three-pointed star surrounded by a cycle symbol appearing at the front of Mercedes' cars is highly recognizable all over the world right as the Coca-Cola bottle shape, or McDonald's golden arches are and it is supposed to symbolize Daimler's (the founder's) ambition of universal motorization-"on land, on water and in the air".

Strong Identity Mercedes' symbol and design has always been consistent. For instance, a Mercedes has always looked as a Mercedes! Despite the introduction of numerous design innovations it was clear that there must be no radical break with tradition leading to a loss of identity.

Symbol & actual brand link The connection in consumers' mind between the star symbol and Mercedes car happens instantaneously.

Superior Perception Achievements & Media

Icons achieve superior perception achievements that differentiate them from competition. As of 6/0/00 there were two first places for Mercedes-Benz. Specifically, in this years "Europes No. 1 Car" competition staged by the motoring publication "Auto Bild" and its 1 European partner publications, the readers and an expert jury voted the Mercedes-Benz E-Class the best new model to appear on the European market in 00. In the period from its market launch in March last year up to February 00, some 0,000 E-Class Saloons were sold worldwide.

Mercedes-Benz was also presented with the innovation prize for the development of the PRE-SAFE safety system. This is the second award that the new, anticipatory occupant protection system has won in a matter of weeks, following the presentation of the Paul Pietsch Prize by the publication "auto motor and sport". PRE-SAFE marks the beginning of a new era in car safety technology the system, which is fitted as standard in the S-Class, recognizes when an accident is imminent and instantly acts to provide optimum protection for the occupants should a collision occur. The winner of the innovation prize is selected by the Auto Bild groups 14 European editors.

Leverage Events to the Max

Were leaders utilize the full range of marketing communications, icons leverage event to the max. Mercedes-Benz, being an icon, supports excellence at the highest levels of competition in motorsports, golf, and tennis. Whether its the West McLaren Mercedes Team in the Formula One World Championship, the worlds best golfers on the PGA Tour at the Mercedes Championships, LPGA Superstar Annika Sorenstam or the excitement of the ATPs Masters Series, Mercedes-Benz Sports means high performance.

Strategically "Good Works"

While leaders just give to charity, icons like Mercedes-Benz strategically integrate "Good Works" throughout the organization. Mercedes-Benz believes that a premier company must lead by example. Its composition and activities must reflect its current and future marketplace and the societal issues that affect it.

Mercedes-Benz USA for example, invests in the communities in which it lives and works through its corporate headquarters in Montvale, N.J. and through the six regional offices around the country with a variety of charities, diversity relations programs, community events and womens initiatives.

Because of its reputation for innovation and leadership - qualities that are mirrored among our owners and employees - Mercedes-Benz USA puts particular emphasis on causes designed to educate and empower future generations, particularly those who are underserved.

Creative Strategy Statement

Mercedes-Benz' attitude

"Exemplary in fairness and engagement", which reflects the company's commitment beyond the manufacturing of the product with the sense of providing mobility for the individual.

Deliverables

Discipline Performance, power, legendary German engineering, being solid and trustworthy, which translates into safety, reliability and quality.

Hedonism Enjoyment, passion, individuality and last for life.

Solidarity Social ethics, thinking of society, principles, which translates into environmental responsibility, sharing technological innovations and industry advancement.

A strategy statement is composed by two parts the rational part and the emotional (psychological codes, in other words codes that describe how the brand behaves, what it delivers to consumers) part set in relationship with the brand. According to the brand's rational characteristics as well as the emotions that delivers to its consumers the positioning statement would be as follows

Rational Mercedes with a global presence and a history of over 100 years has always been a perfect synthesis of heritage and innovation.

Emotional The world of Mercedes-Benz is about experiencing the automotive fascination and sharing a continuing passion.

Psychographic Audience Description

Type Characteristics Audience

C class Trim figure, dynamic performer, stylish. Mixture of old-world conservatism and a new plucky character.

Coupe sexy looking, sporty, chic and flashy. If we take under consideration that is about $10,000 cheaper than E, is targeted to a younger (especially the Coupe version), less affluent, upwardly mobile audience.

Character Successful 0-somethings, educated, single or recently married, confident, ambitious, power and control seekers, materialistic, like to be noticed and prove themselves and enjoy all the Mercedes' privilege without having to pay much.

Work Sales, managerial positions, professionals.

Lifestyle Fashion, flashy accessories, travel, dining out.

Attitude "Life is what you make it."

E class Elegant beauty and good looks combined with advanced technology. Prestigious, conservatively handsome styling, austere luxury, solid, safe driving experience. If it was a room it would be the office of a hardworking executive, not the pampering pen of a playboy. It's a car to buy mom for not only to pamper her but also protect her.

Character 40+, frequently male, college graduate, income over $150,000, married with or without kids, affluent, conservative, prestigious, elegant, sophisticated, performance and comfort seeker, professionally and materially successful, established, status cautious, enjoy solid and safe driving experience, hard-working, sees car as a reward for working hard.

Work Executive, doctor, entrepreneur.

Lifestyle Comfortable with the familiar comfort of home, family, friends and community, on-road comfort and luxurious traveling, hi-tech, opera, theater, art, reading, special-interest magazines &cultural events.

Attitude "Everyday is a gift."

SLK Designed to delight the fresh air enthusiast, reflects passion beautifully. Playful manners, young image, sporty personality, easy livability, more performance than could be handled, beautiful shape, classic lines, style, solidity, features. Character 0-, or youthful elders, at least half women, single or married no kids, athletic, sporty personality, high speed and performance funs, livable, stylish, bold, creative, liberal, ambitious, enjoy life, live big, individuality, image important to them, make their presence visible, the car represents a form of escape.

Work Sales, athletes, artists, fashion

Lifestyle Trendy sports, extreme traveling, fashion, dine out, cosmopolitan, art exhibitions.

Attitude "Continuing passion."

M class An off-roader with all the luxury of a Saloon, is for those who expect a little more. A blend of all-terrain ability and on-road comfort, it's at home in all environments. Character 0+, married, with kids, intelligent, educated, established, active, adventurous, mobile lives, busy-schedule moms spending time picking up the kids, running errands and other daily duties, care about personal and passenger safety, on-road comfort, and convenience.

Work Working professionals or busy mothers.

Lifestyle Adventure, family trips, safety important, environmental responsible, TV, gardening, family gatherings, traveling, sports.

Attitude "Life is an adventure."

The psychographics developed above are general global psychographics, though there might be some regional deviations. For instance, we should take under consideration that target audience and personality match to a specific Mercedes-Benz car might be more liberal in U.S due to leasing and specific buying plans that benefit the middle class. In U.S owning a Mercedes does not necessarily mean that you are affluent, since middle class or upward mobile classes have also access to it. In contrast in Europe the car purchase is made according to the tax bracket each individual fall under, therefore the connection between wealth and social status to the type of car you own is more rational and accurate.

In addition, an interesting angle from the readings was the fact that Mercedes is also a strong competitor in the taxi market in Europe. Does this harm Mercedes image? Not necessarily. It actually tells as something more about the European culture and lifestyle and the fact that comfort is an important factor of everyday transportation. Not to mention that the majority of Europeans use their own car for everyday transportation even under heavy traffic. Therefore Taxis have to be an attractive and comfortable alternative to be considered as an option.

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